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Fluid Milk Consumption Behaviour of Urban Households: Evidence from Mymensingh City, Bangladesh

Shirin Akter
Department of Agribusiness and Marketing, Faculty of Agricultural Economics and Rural Sociology, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh

Md. Salauddin Palash
Department of Agribusiness and Marketing, Faculty of Agricultural Economics and Rural Sociology, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh

G. M. Monirul Alam
Department of Agribusiness, Faculty of Agricultural Economics and Rural Development, Bangabandhu Sheikh Mujibur Rahman Agricultural University, Gazipur 1706, Bangladesh

Abstract/ Executive Summary:

Understanding consumers’ behavior is an important factor for the expansion of a business. A better understanding of the factors that influence consumption behavior of consumer can help marketers to undertake better marketing strategies and predict how consumers would respond to those marketing strategies. This study was undertaken to examine urban consumer behavior towards fluid milk consumption in Mymensingh city using primary data of 60 respondents through purposive sampling method. Three types of milk were considered from branded fluid milk such as UHT, chocolate and pasteurized fluid milk, and raw fluid milk as unbranded milk. The results revealed that about 33 percent of the respondents consumed branded milk, 36 percent consumed unbranded milk and 30 percent consumed both branded and unbranded milk. The results of the logit model indicated that probability of purchasing branded milk were positively related to awareness of advertisement, expenditure on fluid milk and quality of branded fluid milk, whereas, negatively related to agricultural occupation and accessibility to cow milk. In regards of attitude, most of the consumer responded that they did not think about the brand name in the time of emergency. Availability of branded fluid milk was important for them. Advertisements were found to have great impact on the consumer to choose branded fluid milk. Marketers need to take into account the choice, taste, attitude of the consumers properly in order to make their business successful.

Keywords: Fluid milk, Consumer behaviour, Branded and unbranded milk, Consumer choice

Location: Mymensingh city, Bangladesh

Start Date: 00-00-2018

End Date: 00-00-2018

Program Area: Food Safety and Security

Commodity: Milk

Objectives:

To provide some relatively new information about consumers’ fluid milk consumption decision which will enable the marketers to take appropriate marketing strategies.

Methodology:

Selection of study area: Mymensingh city was selected purposively as the location of the study owing to the reason that a large number of educational institutions are located here and education has a positive influence on building health awareness of the consumer. Sample design and size: The main purpose of sampling is to select a small group which will represent a reasonably true picture of the population. The size of the sample depends on a number of factors like variability in local conditions, the budget, and time availability for research. Purposive sampling technique was used for the present study. In the study, 60 respondents were selected purposively. UHT (Ultra-Heat Treatment) milk, pasteurized and chocolate milk are treated as branded milk that means any type of milk has sold in the market with a specific name and unpacked or packed raw milk which is not processed other than cooling is considered as unbranded milk in this study. Data collection: The primary data were collected through personal interviews with meal planners of the household during August 2018. The secondary data were collected from various journals, books, magazines, newspapers, Government publications and reports. Structured interview schedule was used to collect data through face-to-face interview. The schedule covered the aspects such as social, economic, demographic, reasons for buying branded milk and its types and unbranded milk, perception about goodness in fluid milk. Analytical tools and model estimation: Primary data were analyzed using descriptive statistics, binary logistic regression model and Likert scale. Descriptive statistics such as percentages and frequencies were used to explore socio economic characteristics of respondents and to categorize their characteristics in different way and to identify their pattern of using branded fluid milk. Arithmetic mean is a single value calculated from a group of values to represent them in a simple way. Standard deviation and variation of co-efficient were calculated for each type and each category of fluid milk. Binary Logistic regression model was used for analysis of households’ choice of fluid milk. The logit model was widely used in earlier studies to determine consumer behaviour (Pulina, 2010; Chirstopher, Glynn and Nicole, 2011; Moser and Raffaelli, 2012; and Aprile et al., 2012). The estimated coefficients indicated the effect of the explanatory variables on the probability of choosing branded fluid milk (UHT, pasteurised, chocolate) over unbranded milk (cow milk). The probability model estimated to understand the determinants of branded and unbranded milk purchased by the households is: Y = β0+ β1 X1 + . . . + β11 X11 + U. Here, U = Error term, β0 = Intercept and β1 – β11 = Regression coefficient of the independent variables. Eleven variables were included in the model based on literature review. The logit link has the following form: Logit (P) = Log [P/ (1-P)]. The term within the bracket [P/ (1-P)] is the odds of an event occurring. The logit scale changes the scale of a proportion to plus and minus infinity and also, logit (P) = 0 when P=0.5. Let, Pi = Pr (Y=1 X= Xi) Where Xi = 1, 2, 3, …. , 11. Then we write the model as, Log [Pi/ (1-Pi)] = Log Pi = (β0 + β1xi), Here, Pi is the probability of consuming branded milk and xi is the independent variables (Tsuang et al., 2011).

Source of Information: J Bangladesh Agril Univ 18(2): 479–485, 2020

Article Link (Online Journal): https://doi.org/10.5455/JBAU.96071

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

This study intended to analyse the urban consumer behaviour towards branded and unbranded milk. The findings of this study suggest that the socioeconomic and demographic characteristics of the households play an important role in the choice of fluid milk consumption. The model result suggests that accessibility to cow milk, expenditure on milk, quality of branded milk, awareness of advertisement, and agricultural occupation have significant influence on the purchase decision of branded milk. This study helps to know about the importance of various factors that plays an important role in consumption of branded fluid milk and provide some relatively new information about the consumers’ fluid milk consumption decision. The branded fluid milk industry can use this information for their promotion and advertising campaigns. Particularly they should put more attention on improving the quality of the product and on advertisement.

Knowledge Management: Journal